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Aimy: from Cambridge University’s Brilliance in Maldives to disrupting hospitality marketing

Published

6 years ago

August 24, 2019

Maldives has made significant progress on gender equity and equality in recent years. But there is still a lot has to be done; limited opportunities and information for women, and cultural barriers, restrict the choices available to them. In addition, limited resources, cultural barriers and in some cases conservative religious groups combine to restrict the participation and leadership of women in society and business.

A 2010 study found that Maldivian women are the least employed demographic in the resort industry, accounting for only three per cent of the total eight per cent of female workers at resorts in 2010. Local and foreign men constitute 92 per cent of the industry. According to the study’s findings, “culture, religion, and women’s role in the family, the role of the family, safety, geographical spread, transportation, education and awareness” were the main factors preventing women from seeking resort employment at the time.

It was true for Aminath ‘Aimy’ Rausha Haadhee when she decided to join the hospitality industry right after high school. The social stigma of women working in resorts got in the way, with some amongst her family and friends suggesting her to look elsewhere for her career prospect. Some even thought she was making a mistake by moving to an island from capital Male — where most Maldivians go looking for better opportunities. They thought as a straight A student, she could do much better by choosing a career like business management.

But Aimy knew what she wanted to do. So, moving back to her native atoll of Addu after A-Levels and taking up a job at the neighbouring Shangri-La’s Villingi Resort & Spa was a natural start to her dream career. Her dislike of living in the busy, stressful capital city made it easier!

Maldives Insider sits with Aimy, the Public Relations Manager at LUX* North Male Atoll, to find out about her rewarding career, and to gain an insight into the opportunities and challenges faced by locals, especially women in the hospitality industry.

Maldives Insider: How did you get your start in the industry?

Aimy: I actually wanted to study tourism management but my dad and I had to always disagree on it. He thought I should study business management because I was amongst the first Maldivians to get Cambridge Brilliance Award in Commerce in my O-Levels.

MI: How would you describe your first few years in the industry?

A: I finished my A-Levels in 2009 and joined Shangri-La’s Villingili Resort in 2010 as a reservations agent. I spent one and a half years there before going to Malaysia to do my Bachelors Degree in International Business Management. I did an internship in front office at Conrad Maldives Rangali Island during my summer break in 2012. I graduated on August 16, 2014. On August 22, I was already in Cheval Blanc Randheli.

MI: What made you shift your career to sales and marketing?

Even though I was in reservations at Randheli, I was really interested in sales. And I was already doing PR and social media marketing as a hobby. It’s something I’ve always wanted to do. If you’re in reservations, you’re very much linked to the agents. It’s up to you to develop your skills in sales. I wanted to learn both marketing and sales. Marketing is more interesting to me because I’m really fascinated by digital and social media marketing, which were my favourite modules at university.

I found an opportunity at Gili Lankafushi for a sales and marketing executive. It was a tempting opportunity because I could do both sales and marketing. So I took the job in 2017. The work environment at Gili Lankanfushi was very open; you could play with your creativity. My Marketing Communications Manager, Tammy Gan, was a very experienced and strong marketing and communication professional, and she pushed me every single time to do better. She’d always ask me, “Why don’t you do it a little differently?” We had a fantastic relationship, so she delegated a lot of tasks to me. That’s how I learned a lot so quickly.

I wasn’t sure if I wanted to make the shift from reservations and sales to marketing, but it all just came to me when I got into the field. It’s the best fit for me.

MI: How has your career advanced over the years?

A: In December 2018, I got the chance to move to LUX* Resorts. I didn’t think I would leave Gili because the people and work environment there were just non-existent elsewhere. But since LUX* North Male is in development and I’ve never had pre-opening experience, I took the chance.

I joined LUX* North Male Atoll in December. From the very first moment I took up the job, I was neck deep in a variety of things. We were doing sales, all the while getting ready for our #Firstontheisland campaign. That campaign was a wonderful experience. We had a team of about 25 influencers and journalists on the island for four nights. I was managing all of our official social media handles. I’d be getting 40 messages on Instagram alone. That’s on top of taking care of the itineraries, hosting people, doing the admin work and handling sales.

I consider the PR and marketing side of LUX* North Male Atoll as my baby. I remember the first time I came to the island. Since it was in construction stage there were cranes and all sorts of machineries on the island. A lot of people in the industry were betting against us too; they were saying that the resort wouldn’t open and that it wouldn’t be a ‘wow’ property. But the moment I stepped foot inside a villa, I knew I could market it and sell it very easily. Our Instagram reach is proof of that; in a short period of time, we’ve been able to achieve one of the highest levels of following and engagement amongst Maldivian resorts.

MI: What would you say is the secret behind your success?

A: I’ve been giving a lot of commitment and dedication to my work. My work day runs easily to 13-15 hours. There was this one time during my first few weeks at Randheli when a lot of my colleagues in reservations were leaving. I was left alone to handle everything related to reservations for almost five months. I had to handle all agent bookings, special requests and seaplane movements.

When I see the results of what I do — when I stay up for 12 hours to finish my work and it looks perfect — it gives me a great deal of satisfaction. There was this one time during last Ramadan when we did a photoshoot and I had to wake up at 4am and stay with the photographer until 6pm every single day for four days straight. But I loved it!

MI: Has the situation improved for locals, especially women, working in the industry?

A: It’s really difficult for locals to get jobs in the industry, especially when I joined. For me, it took about six months and countless applications to land a job.

It’s improved a little because we can see more and more locals, especially women in the industry. Then again it’s still not easy. I think a lot of international companies see Maldives as a small country and assume that the people will be narrow-minded. But if you really look at it, our literacy rate is one of the best in the world and we’ve more degree holders than most of our neighbours and similar island nations.

MI: What should be done to improve the situation?

A: It’s a work in progress. Things are improving but a lot more needs to be done. A lot of resorts still prefer foreigners over locals, especially for managerial positions. Many qualified people are being rejected countless times, only to find out that someone who isn’t even qualified and has lesser experience has been hired for the post. So, even with experience and education, it’s still difficult for Maldivians to get jobs.

Hospitality jobs used to be a blue collar job, but it’s no longer the same. I notice a lot of youngsters in the industry who work hard — even those that don’t have to work because they get rental income from their houses in Male — but they get a limited number of opportunities to grow their career. So, leaders in the industry need to let the young generation take lead. They need to create opportunities for Maldivians to take up managerial positions.

For me, what I’ve noticed is that if you didn’t move, you’d be in the same place.

MI: What would you say to young Maldivians, especially women who want to join the industry?

A: If you want to do it, just go for it. It opens a lot of doors for you. Working a desk job in Male maybe simple with less challenges, but if you go into the tourism industry it lets you explore yourself and the world around you.

MI: What do you plan on doing in your future?

A: I live by the words of Walt Disney, ‘It’s always fun to do the impossible’.

For me, most of the ideas come from people and the stories they share. I want to tell the untold stories of the ordinary people making it all possible. I’m currently working on a series of stories that showcases the talent of our team members. I think everyone has a story to tell and focusing on their soft side and their experiences will make the guests’ holiday experience more personal.

From a young age, my dream has been to disrupt the industry; t0 do something nobody in the industry has ever done. I don’t know how I’m gonna do it, but I know I will someday.

Featured

BABOR makes Maldives debut at JW Marriott Kaafu Atoll Island Resort

Published

2 weeks ago

April 10, 2025

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JW Marriott Kaafu Atoll Island Resort has announced an exclusive partnership with BABOR, the internationally acclaimed German skincare brand, marking a new chapter in luxury wellness in the Maldives. This collaboration introduces BABOR’s high-performance skincare treatments to the Overwater Spa by JW, offering guests a fusion of advanced formulations and tranquil island experiences.

According to Srikanth Devarapalli, General Manager of JW Marriott Kaafu Atoll Island Resort, the partnership reflects the resort’s dedication to mindful living, sustainability, and holistic well-being. “Together, we are redefining wellness with transformative treatments at Spa by JW, that harmonise precision skincare with the serene beauty of the Maldives,” Devarapalli noted.

As a first for the country, the resort will offer BABOR’s signature treatments, including the prestigious SeaCreation line. This anti-aging collection utilises marine-based biotechnology and potent oceanic ingredients to revitalise the skin and restore its radiance.

The exclusive Ocean Bliss treatment, crafted specifically for the Overwater Spa by JW, blends BABOR’s SeaCreation products with soothing elements inspired by the surrounding ocean. This luxurious ritual promises visible skincare results and deep relaxation, set within the spa’s four overwater villas, which house six treatment rooms designed to enhance the sensory connection with the Maldivian seascape.

Located in Kaafu Atoll’s largest lagoon and only 15 minutes by boat from Velana International Airport, the JW Marriott Kaafu Atoll Island Resort offers a harmonious blend of luxury and nature. The resort features 80 private pool villas—including 47 overwater pool villas—that merge traditional island design with contemporary elegance. Guests can explore five distinct dining venues and two bars, each showcasing ingredients sourced from the resort’s own JW Garden.

For BABOR, this partnership marks an important step in its global expansion, solidifying its presence in the luxury wellness market and extending its award-winning skincare offerings to one of the world’s most stunning destinations.

Tim Waller, Co-CEO of BABOR BEAUTY GROUP, highlighted the significance of this collaboration: “In today’s fast-paced world, true luxury lies in moments of tranquility and self-care. Our partnership with JW Marriott Kaafu Atoll Island Resort allows us to craft those moments, offering guests a skincare experience that is as indulgent as it is results-driven.”

With a shared commitment to excellence, JW Marriott Kaafu Atoll Island Resort and BABOR now invite travellers to embark on a wellness journey where cutting-edge skincare and the pristine beauty of the Maldives come together in perfect harmony.

Featured

Explore Maldives with Marriott’s family fun summer offer

Published

2 weeks ago

April 10, 2025

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With its postcard-perfect scenery and tranquil seclusion, the Maldives has long been a dream destination. Today, it’s also becoming a premier getaway for families, where multigenerational travel and immersive experiences take centre stage. Whether stargazing from a hammock by the shore or diving into coral-fringed lagoons, the islands offer a harmonious blend of peace and adventure—creating meaningful moments for travellers of every age.

This summer is all about togetherness, whether with family, grandparents, or lifelong friends. Marriott Bonvoy’s exclusive private island resorts across the Maldives welcome guests with the new Family Fun Summer offer. Each resort is easily accessible by speedboat or seaplane and includes a complimentary Full Board upgrade, free stays and meals for children under 12, and activities such as snorkelling, paddle-boarding, and kayaking. Curated family adventures add to the appeal, with the offer bookable until June 15, 2025, for travel through December 20, 2025 (minimum four-night stay required).

The Ritz-Carlton Maldives, Fari Islands invites families to reconnect through refined service, striking architecture, and enriching activities. The Ritz Kids program, part of Jean-Michel Cousteau’s Ambassadors of the Environment, engages children in marine conservation and cultural immersion. Complimentary Coral Garden Snorkelling and nature-inspired activities unfold alongside beach fun and tennis sessions. The resort offers spacious beach and overwater villas, with larger groups enjoying The Ritz-Carlton Estate—complete with a private chef, infinity pool, and dedicated Aris Meeha butler.

JW Marriott Kaafu Atoll Island Resort sits in Kaafu Atoll’s largest lagoon, blending Maldivian tradition with stylish luxury. The Family by JW™ Kids’ Club provides a large indoor-outdoor playground with water features, reading spaces, and nap areas. Complimentary water-sports, marine life encounters, and a Maldivian cooking class offer rich experiences. Families may opt for the Ocean Residence, which includes a spa room, gym, and a waterslide into the lagoon.

Sheraton Maldives Full Moon Resort & Spa, located on Furanafushi Island, offers rustic-chic villas and heartfelt island experiences. The ‘Side by Side’ program includes beach picnics, cooking classes, and nature walks, while kids enjoy the Sheraton Adventure Club. The Family Fun Summer offer includes complimentary speedboat transfers, dining credits, spa discounts, and cultural experiences such as coral planting through ‘Adopt a Coral’.

The St. Regis Maldives Vommuli Resort, set on a remote island in Dhaalu Atoll, is designed for luxurious family escapes. Multi-bedroom villas offer privacy and panoramic ocean views. Guests enjoy curated experiences including private yacht trips, snorkeling, and trampoline classes. Children receive personalized welcomes and can explore the Children’s Club or socialize in the teen lounge. The Family Fun Summer package includes Champagne on arrival and a Sunset Dolphin Cruise.

JW Marriott Maldives Resort & Spa on Vagaru Island, Shaviyani Atoll, is ideal for multigenerational families. Beach and overwater villas include private pools and Thakuru butlers. Children explore over 100 weekly activities at the expansive Little Griffins Kids’ Club. Adults unwind at Spa by JW or savor farm-to-table cuisine. The family package features floating breakfasts, beachfront dinners, professional photography, and exclusive dining offers.

W Maldives, located on a heart-shaped island in North Ari Atoll, brings bold energy to the tropics. A recent renovation introduced the Splinterworks Vertex—Maldives’ first sculptural water slide. The redesigned villas, dynamic dining, and the WET Deck with vibrant nightlife offer a balance of fun and relaxation. Guests also enjoy a Sunset Dolphin Cruise and access to the stunning house reef at DOWN UNDER.

The Westin Maldives Miriandhoo Resort in Baa Atoll, the country’s first UNESCO Biosphere Reserve, offers a wellness-focused family retreat. Guests sleep soundly with Westin’s signature Heavenly® Beds and Sleep Well amenities. Kids benefit from the Savvy Sleep program, while the whole family can join yoga classes or recharge with WestinWORKOUT® activities. The summer offer includes painting sessions, dolphin cruises, photo shoots, and beach games.

Le Méridien Maldives Resort & Spa on Thilamaafushi Island, Lhaviyani Atoll, is a stylish, eco-conscious retreat inspired by the French Riviera. Families enjoy creative workshops, conservation projects, and lively events like pool parties, trivia nights, and stargazing. The Family Fun Summer package offers paddleboarding, snorkeling, padel matches, karaoke, and dolphin cruises—all set against serene turquoise waters and a thriving house reef.

Marriott Bonvoy members can earn and redeem points for their stays and experiences at these luxurious family-friendly resorts. Booking a multi-bedroom villa includes an added bonus of 25,000 points—making each family journey even more rewarding.

Featured

Experience Songkran like never before at Machchafushi Island Resort & Spa Maldives

Published

2 weeks ago

April 10, 2025

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Renowned for its exceptional Thai hospitality and authentic Maldivian experiences, Machchafushi Island Resort & Spa Maldives, The Centara Collection, stands out as a premier destination for all occasions. Surrounded by turquoise blue waters and pristine white beaches, this tropical paradise invites guests to partake in a vibrant celebration of Songkran, the Thai New Year, on April 13th. The festivities include a traditional parade, thrilling activities, and a lavish dinner buffet under the stars, all complemented by signature island adventures.

Located in the heart of the Indian Ocean, the resort features 112 spacious beachfront and overwater villas, each just steps from a lively house reef waiting to be explored. Guests can enjoy a range of culinary experiences across the island, from authentic Thai cuisine at Suan Bua, to Italian dishes at Mare Azzurro, and international favourites at Reef. As an all-inclusive retreat, the resort caters to every type of traveller—whether couples seeking romance or families in search of discovery and fun-filled days.

On April 13th, the Songkran celebrations begin with a colourful parade featuring performers dressed in traditional Thai attire. Guests can then head to Water Sport Beach for an exciting array of traditional Thai games, such as Wing Sam Ka (three-legged race), Chuk Kra Yoa (tug of war), and Yeab Look Pong (bomb balloon), where participants tie balloons around their ankles and try to pop those of their opponents.

As the sun sets and the stars emerge, guests are treated to a sumptuous buffet-style dinner celebrating Songkran. Live cooking stations serve favourites like authentic pad Thai, sticky rice, and flavourful clay pot dishes. Grilled meats and fresh seafood are served alongside Thai-inspired desserts such as Kanom Tuay (steamed coconut custard) and Kluay Tab (grilled banana with honey caramel). With toes in the sand and the soothing sound of waves nearby, it offers the perfect atmosphere to gather with loved ones and savour the festivities.

In addition to the Songkran celebrations, April presents ideal diving conditions for those eager to explore the house reef. With crystal-clear visibility of over 30 metres, divers can encounter a fascinating shipwreck, vibrant coral formations, and marine life including nurse sharks, white tips, black tips, lemon sharks, leopard sharks, and rays. The resort’s dive centre provides all necessary equipment and expert guidance to ensure both an unforgettable and environmentally conscious underwater adventure.

This April 13th, Machchafushi Island Resort & Spa Maldives, The Centara Collection, offers guests an immersive blend of Thai culture and Maldivian charm. With rich cultural moments, thrilling island activities, and unforgettable culinary delights, Songkran at the resort promises a celebration to remember.